IGP has launched its Raksha Bandhan campaign, ‘The Rakhi Promise’, focusing on the everyday promises, memories and gestures that define sibling relationships.
The campaign combines a humorous brand film with creator-led storytelling and collaborations across beauty, fashion, food, wellness and entertainment. The initiative aims to capture familiar sibling moments while connecting them with contemporary gifting habits.
The campaign film uses the idea of instant delivery to create a contrast between the speed of everyday purchases and the thought that goes into selecting a Rakhi gift. Alongside the campaign, IGP is promoting its 90-minute delivery service for Raksha Bandhan gifting.
Creator-led content forms another part of the campaign, featuring stories around childhood teasing, sibling banter, personal promises and relationships that continue across distances.
Tarun Joshi, Founder & CEO, IGP, said, “Rakhi is a celebration built around a very personal relationship. It is often the smallest promises and gestures between siblings that make the occasion meaningful.”
Joshi added that while rapid delivery is suited to everyday purchases, Rakhi gifting involves a more thoughtful gesture, with IGP’s 90-minute delivery proposition designed to offer convenience without making the gift feel rushed.
The campaign brings together collaborations with Mirraw, House of Chikankari, Swiss Beauty Select, MYOP, Dave & Buster’s and Bombay Sweet Shop. The partnerships span cross-promotions, social media campaigns, giveaways, influencer activations, retail integrations and curated gifting.
As part of the collaboration with Bombay Sweet Shop, IGP is offering exclusive Rakhi hampers through its website, supported by social media and cross-promotional initiatives.
Through ‘The Rakhi Promise’, IGP is combining emotional storytelling with faster gifting services and partner-led experiences to strengthen its Raksha Bandhan offering.
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